Scaled Ecommerce Revenue
The Problem
Evok is a furniture retailer by Hindware.
When we began working with Evok in 2021, their website was receiving traffic but struggling to convert visitors into sales. They were unable to even cover their technology expenses.
Lacking a strong social media presence and brand recognition, Evok saw minimal brand-related searches, while competitors consistently outperformed them in key category search results.
Market Insights/ Opportunities:
The furniture market has two audiences:-
Research online buy online
Represents 5% of the market but is experiencing rapid growth.
Due to a subpar website experience, customers did not perceive Evok as a true online-focused brand.
Research online buy offline
Represents for 95% of the market.
Customers weren’t reaching Evok due to low discoverability. While the brand was running nationwide ads, its physical presence was limited to just 17 cities.
We identified blockers of growth. Primarily they were:-
- Outdated technology infrastructure
- Product catalog not optimized for online shopping
- Subpar website performance and a poor mobile user experience
- Lack of omnichannel integration
- No user guidance to support purchasing decisions
- Social media platforms were not effectively leveraged
- Weak brand trust and limited connection with the parent company
We tapped these opportunities and worked on building and improving the website experience over time.
Fixing the Fundamentals
We began by prioritizing a seamless, bug-free user experience across both desktop and mobile platforms. Our focus was on improving website speed and gradually implementing enhancements to boost conversion rates. The site was also redesigned with a more user-friendly interface, intuitive navigation, a simplified checkout process, and several upgraded features to enhance overall functionality.
Developing a brand voice and improving brand recall
At the same time, we began strengthening our social media presence by consistently sharing and promoting high-quality content across all key platforms. This content was carefully crafted to align with current social trends and conversations while also resonating with our target audience.
Adding relevant content to the site
One of the biggest gaps on the site was the lack of content. To address this, we strategically added relevant content throughout the website, detailed product category and specification information in the footer optimized with key search terms, engaging introductory content at the top of category pages, and well-written product descriptions with strong internal linking. Additionally, we began publishing monthly blog posts focused on user interests, featuring recommendations for top products related to each topic.
Blogs
Improving Store walk-ins and in turn getting more online orders
By implementing strong local SEO strategies such as optimizing our Google My Business listings, posting regularly on GMB, and running hyperlocal ads to direct customers to their nearest Evok stores—we significantly increased in-store foot traffic. We also introduced a “Pay at Store” option, allowing customers to place orders online and complete payment in-store within three days, giving them the opportunity to see and feel the product before purchasing. This approach not only boosted store visits but also played a key role in expanding our online customer base.
Targeting the right users
Instead of driving large volumes of potentially irrelevant traffic to the site, we focused on attracting users with genuine buying intent and the right purchasing power. For instance, we observed that users in the lower 11–20% income bracket had low conversion rates, so we excluded them from our targeting. Instead, we concentrated on high-income audiences and locations with a proven history of conversions. To maximize impact, we followed up with strategic remarketing campaigns aimed at nurturing customer relationships and encouraging repeat purchases.
Negative Review Management
As traffic and conversions grew, so did the number of customer reviews both positive and negative. We observed that many users were searching for terms like “Evok reviews,” where negative feedback on platforms like Mouth Shut ranked prominently. To address this, we gathered positive reviews from multiple sources and compiled them on a dedicated review page on our website. By optimizing this page for relevant keywords, it gradually gained visibility and eventually outranked the negative listings in search results, helping to improve brand perception.
Reducing customer complaints on social media
To minimize customer complaints on social media, we implemented clear and proactive communication on the website and through emails, especially regarding delays in delivery. one of the main sources of dissatisfaction. We also guided users to the appropriate support channels and grievance redressal levels via our Facebook chatbot. Additionally, we worked closely with the customer care team to improve their response times and overall service quality.
Whatsapp Live Chat
We integrated a floating WhatsApp widget on the website, enabling users to send their queries and receive real-time assistance. This feature not only enhanced customer support but also provided us with valuable insights into user behaviour such as what they were searching for, where they faced difficulties, what influenced their purchase decisions, and where we were falling short. Using this feedback, we made several improvements to both the website and our communication strategy. The WhatsApp live chat also played a key role in driving a significant number of conversions.
